The Internet and Interactive Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2005 – Internet advertising exceeds $10 billion 1993 – World Wide Web 1994 – Advertisements on HotWired ARPANET 1994 – Advertisements on HotWired 1993 – World Wide Web ARPANET Growth in Advertising Expenditures on the Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Rapid Adoption of the Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Godaddy.com Offers Affordable Web Presence © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Communication Contact Commerce Construction Content Community Customization Community Content Construction Commerce Contact The Website © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Web Design Issues

Huggies Goes Well Beyond Providing Information © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Yahoo Touts Medical Benefits of Shopping Online © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Create Awareness Create an Image Generate Interest Disseminate Information Stimulate Trial Create a Strong Brand Create an Image Disseminate Information Generate Interest Create Awareness Internet Communications Objectives © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objectives

Snapple Uses the Internet to Create Interest © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Website Used for Image Building © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Which of the following is NOT a valid objective for a marketer who is employing the Internet as a communications vehicle? A)to create an image B)to generate interest C)to disseminate information D)to prevent price wars E)to create awareness

Internet Sales Objectives- E-commerce © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin May be primary or secondary objective The direct selling of goods and services through the Internet

Rapid growth rates likely to continue Fast growth in “downloadable” purchases E-Commerce on the Web © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin E-Commerce Both consumer and business-to-business

ebay Is a Well Known E-Commerce Site © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Sales Promotions Personal Selling Public Relations Personal Selling Sales Promotions Advertising Integrating the Internet into an IMC Program © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Marketing The Internet site should be integrated with:

Banners Sponsorships Pop-ups/ Pop-unders Push Technologies Links Interstitials Banners Sponsorships Pop-ups/ Pop-unders Interstitials Push Technologies Integrating the Internet – Advertising Part 1 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Advertising Has a Variety of Forms:

Typical Banner Ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Paid Search Behavioral Targeting Contextual Ads Additional Forms Rich Media Paid Search Behavioral Targeting Contextual Ads Rich Media Integrating the Internet – Advertising Part 2 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Advertising Has a Variety of Forms:

Rich Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Online Commercials Video on Demand Webisodes Other Forms “A broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation.”

Podcasting Really Simple Syndication (RSS) Additional Internet Advertising Forms © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Latest Media Blogs

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin CDW Computer Centers sells computer equipment to small- and mid-sized businesses. Its Web site provides in-depth information on its products, its customer service, its shipping policies, and its suppliers. Like most business-to-business sites, the primary objective of this Web site is to: A)create a sustainable competitive advantage B)create an image C)disseminate information D)replace advertising in trade journals E)prevent price wars

National Association of Realtors Uses TV and the Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Sales Promotions Are Common on Websites © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Vastly increases potential reach Reduces high cost of personal calls Provides quick, easy, information to prospects May be a source of leads May improve one- on-one communications May be a source of leads Provides quick, easy, information to prospects Vastly increases potential reach Reduces high cost of personal calls Personal Selling on the Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin May Replace Personal Selling May Enhance Personal Selling Efforts May serve as a sales conference medium May help to enhance customer data bases May stimulate trial of the goods or service May help to enhance customer data bases

Public Relations on the Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Philanthropists on the Web © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Often used by catalogers Highly targeted Relies on lists Relies on lists Relies on lists Relies on lists Highly targeted Often used by catalogers Direct Marketing and the Internet: Direct Mail ( ) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Attempts to reach those with specific needs Direct Mail ( ) Direct Mail ( )

Program content similar to television, cable or satellite Infomercials on the World Wide Web © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Infomercials Web provides for greater audience interaction

Measures of Effectiveness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet-Specific Measures Surveys Cross-Media Optimization Studies (XMOS) Sales Recall/retention Tracking Traditional Measures Surveys Sales Recall/retention

Arbitron MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) eMarketer Nielsen Net Ratings Jupiter MediaMetrics, Inc. MRI and SMRB Audit Bureau of Circulation Internet Advertising Bureau (IAB) eMarketer Nielsen Net Ratings Arbitron Sources of Measurement Data © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Data Source

Internet Advantages and Disadvantages © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed AdvantagesDisadvantages Complement to IMC Poor reach Irritation Annoyance Potential for deception Measurement problems Clutter Privacy Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed Complement to IMC Poor reach Annoyance Potential for deception Measurement problems Clutter Privacy

Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A)are viewed by businesses as breeches of consumer rights to privacy B)can be used as contributors to an IMC program C)cannot be linked with traditional advertising media D)will replace the Internet in most IMC programs E)are not viewed as being viable elements within a well-designed IMC program

Interactive TV—Allows the Viewer to Interact With the Television Program and Advertising Additional Interactive Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Wireless—Communications to Users Through Satellite Broadcast Systems or Cellular Phone Systems